It’s all about WIIFM! The What’s In It For Me approach!
During AENC’s Marketing and Communications conference and luncheon Nov. 1, 2013 at the Sheraton in Chapel Hill, Dave Rendall, author of The Freak Factory and sought-after speaker, presented 9 techniques you can use to ensure you are delivering more value to your group’s members.
- Credibility – Your communications should represent your organizations’ character and competencies, be caring in nature and tone and exude confidence.
- Comparison – Show that you are doing what others are doing to tap into the bandwagon effect.
- Community – People do things for people they like, know and trust. Rely on your existing relationships, show your likeability, present attractive offers and play to any similarities to connect with your target audience.
- Commitment – Don’t expect it right away. Start small and gradually build a relationship that over time leads to commitment.
- Control –Encourage members to take action Don’t tell people what to do.
- Connection – Make sure your message is relevant to your audience. You cannot please everyone. Remember what Abraham Lincoln said, “You can please some of the people some of the time, all of the people some of the time, some of the people all of the time, but you can never please all of the people all of the time.”
- Clarity – Simple, clear and comprehensible communications with concrete examples will resonate best. Avoid the curse of knowledge, which means, stay away from industry jargon.
- Color – Tell your story. Paint a vivid picture with action verbs and modifiers. “We were served an elaborately decorated chocolate wedding cake with butter cream frosting” sounds so much better than “We had cake.” Be specific. Provide the unexpected and back it up with statistics. People buy on emotion and rationalize with logic. Appeal to both emotions and logic.
- Cards – When you think about holiday and special occasion cards chances are you send them to people from whom you receive cards. The “give me heat and then I’ll give you fuel” approach won’t give you the results you want. Remember you must give to get. Try to be the first person to give. Seek first to understand their needs. It’s not about you. It’s WIIFT—What’s In It For THEM!